YOUTUBE
Your face now needs admin rights
YouTube is expanding its new “likeness detection” tool, which is designed to spot AI-generated content, including deepfakes, that uses someone’s face without permission.
It works a lot like Content ID, YouTube’s system for detecting copyrighted material in uploaded videos.
But instead of tracking songs or clips, this tool looks for simulated faces.
The goal is to help protect creators, celebrities, and public figures from identity misuse, especially in fake ads and misleading videos.
The feature first launched with a small group of creators last year, then expanded this spring to politicians, government officials, and journalists.
Now, YouTube is rolling it out to the entertainment industry, including agencies, managers, and the talent they represent.
The company says major firms like CAA, UTA, WME, and Untitled Management helped shape the tool.
In brief:
It is basically Content ID, but for AI-generated faces.
The rollout now includes the wider entertainment industry.
Audio detection is planned, but removals remain low for now.
Clone patrol
People do not need their own YouTube channel to use it.
Once enrolled, the system scans for AI-generated videos that match their face.
If something is flagged, they can ask for removal under YouTube’s privacy rules, file a copyright complaint, or take no action.
YouTube also says some content may stay up, as parody and satire are still allowed under its rules.
The company plans to add audio detection in the future.
It is also backing the NO FAKES Act in the US, which would set rules around AI-generated copies of someone’s voice or likeness.
YouTube has not shared exact removal figures, but said in March that the number was still very small.
YouTube is finally adding a “that is literally not me” button.- MG